Sainsbury’s is trialling a new brand match initiative.
The supermarket is using technology to guarantee a price match with Asda and Tesco on thousands of branded groceries by offering coupons at the till for use at their next shop.
Sainsbury’s will match Tesco and Asda on more than 12,000 branded grocery lines in the trial at 12 Northern Irish stores.
Customers will instantly receive a money-off Sainsbury’s brand match coupon using independent price data. The system calculates the cost of a customer’s basket including any promotional deals competing retailers are running.
Judith Batchelar, Sainsbury’s brand director, said: “Sainsbury’s has a reputation as a quality retailer and with that, people think we are more expensive than we are. We are trying to break through this perception using technology and giving consumers real-time coupons.”
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